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The battle against TikTok took center stage at this week鈥檚 NewFronts, as Meta, Snapchat, and YouTube unveiled new ad products tied to short-form video. While none of them can compete with TikTok鈥檚 lock on the youth market or the enormous amount of time its users spend on the app, these new ad products are an attempt to bring Reels, Spotlight, and Shorts into greater parity with TikTok鈥檚 ad formats.

Meta raises AI stakes: Meta AI has a competitive advantage over ChatGPT in potential distribution and could eventually provide new surfaces to serve ads.

On today's podcast episode, we discuss where the content production dollars will be going, what the Omnicom and IPG deal will mean for the agency client relationship, and how the antitrust and other legal cases against Amazon, Apple, Google, Meta, and TikTok will play out in 2025. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President of Research Jennifer Pearson, and Vice President Paul Verna.

Meta accounts for 19.5% of US digital ad spend, despite US adults spending only 7.6% of their time with digital media on the platform, according to our forecasts.

On today's podcast episode, our vice president of Briefings Stephanie Taglianetti hosts a mock-debate-style analyst showdown on Meta versus TikTok. Analyst Debra Aho Williamson and director of Briefings Jeremy Goldman go head to head, advocating on behalf of Meta (Debra) and TikTok (Jeremy) to prove which social platform is the bigger threat in three areas: getting people to spend time on each app, meeting 补诲惫别谤迟颈蝉别谤蝉鈥� needs, and AI innovation.

Shoppable media is gaining momentum as brands look for ways to narrow the gap between discovery and purchase. Just this month, Pinterest, NBCUniversal, Meta, and Yahoo announced shoppable media updates. From AI to QR codes, we dive deeper into these developments and why they may give companies an edge.

The US ad market grew for the first time in 11 months this May, according to Standard Media鈥檚 US Ad Market Tracker. Now the question is if expansion can continue. June and the start of July brought a host of ad updates that could help continued growth, including ad tools enhancements from Google and Microsoft, retail media opportunities from Roku and Uber, and more. Here鈥檚 a breakdown of what鈥檚 new.

Over the past month, we鈥檝e seen ad updates from all the major players, from Meta鈥檚 generative AI ads to Google鈥檚 attempts to decrease clutter. Here鈥檚 what they mean for advertisers.

YouTube is positioned to be an advertising powerhouse. It鈥檚 one of the original digital video players, courting advertisers at a time when connected TV advertising is climbing. The platform鈥檚 Google ties offer it a more trustworthy reputation in the US than TikTok. And use is already extremely high. But YouTube鈥檚 high standing also makes growth difficult. Here are five charts summarizing YouTube鈥檚 position and potential.

The year of AI: Artificial intelligence invaded all aspects of life in 2024, from work to play and generation to generation. New genAI players appeared to take on megaliths like Google and Meta. It would be a copout to say that 2025 will bring more of the same, but we expect startups to begin taking more market share from Big Tech and challenging the status quo.

This article was contributed by Meta.

While YouTube鈥檚 ad revenue is smaller than what Meta will generate from Reels on Facebook and Instagram, it鈥檚 neck and neck with TikTok, and far outpaces streaming platforms.

In March, YouTube reported that more than 25% of YPP channels (which includes publishers and media companies) were earning ad revenues via Shorts, but that means about 75% were not. Eligible Shorts creators also receive only 45% of ad revenues, reducing earnings potential when compared with long-form YouTube鈥攁 situation compounded by the smaller number of Shorts advertisers and lower ad prices.

Retailers must continually test and adapt their strategies to find what resonates with consumers ahead of the holidays. An extended holiday season requires a dynamic approach to promotions, while brands aiming to reach Gen Z should use creators and video ads. Here are three pieces of advice on a successful holiday ad campaign from Meta and two of its advertising partners, 鈥嬧�婳gee Beauty and AS Beauty.

Meta tells advertisers not to buy ads on iOS: The company looks to build SMB allies by advising brands to avoid Apple fees.

On today's podcast episode, we discuss how Meta could take the GenAI space by storm, the likelihood that rapid AI development and deployment backfires, and how advertisers are viewing Threads as it approaches its first birthday. Tune in to the discussion with our analyst Jasmine Enberg.

TikTok is going all-in on in-app purchases; Meta is focused on shoppable ads; and YouTube hopes to gain a competitive advantage through its strong creator relationships. All of this is happening as we forecast US retail social commerce sales will grow nearly 30% this year to hit $68.92 billion

The best ad practices for Facebook, Snapchat, or even Instagram Reels won鈥檛 convert to TikTok, which has its own ad creation tools, bidding process, and attribution metrics. We鈥檝e analyzed TikTok鈥檚 new Web Auction Best Practices Guide and pulled out the most important advice for advertisers.

On today's episode, we discuss the impact Threads will have on Twitter usage, how much of a revenue boost this could be for Meta, and what advertisers should be thinking about with the arrival of this new app. "In Other News," we talk about Snap's efforts to tempt creators and whether it's possible to actually prove that social media is bad for teens. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.